Britons enduring the hot summer months are increasingly opting for cooler destinations to unwind. Traditionally, families sought sunny getaways to escape the UK’s rainy weather. However, a trend known as “coolcation” has emerged this year due to the heatwaves in England and Wales.
Rather than flocking to typical hotspots like the Mediterranean, many travelers are actively seeking locations with more comfortable temperatures. A survey by InsureandGo in May revealed that three out of four UK holidaymakers anticipate traditional destinations such as France, Spain, Greece, and Cyprus to be excessively hot to visit by 2030. Concurrently, data from Trip.com indicated a notable 237% surge in searches for cooler summer destinations.
Awaze, the parent company of Hoseasons and cottages.com, reported a substantial uptick in online searches. Queries for “coolcations” spiked by 420%, while searches for “escape the heat” increased by 300% over the past three months. Awaze’s CEO, Matthew Price, noted that the soaring temperatures have given rise to a new holiday category, with an increasing number of vacationers exploring cooler climates like Scotland, Yorkshire, and the northwest of England.
The trend has also boosted interest in Scandinavian destinations, despite the potential for higher costs. Travel Counsellors, based in Manchester, observed a 25% rise in trips to northern Europe, particularly Norway. Bergen, situated on Norway’s west coast, is expected to reach a peak temperature of 20°C this week.
Jim Eastwood, the UK chief executive of Travel Counsellors, remarked that the current heatwave has encouraged people to be more selective about their travel timings. Shoulder-season holidays have gained popularity for offering a balance of pleasant temperatures, affordability, and availability.
Hyatt Hotels revealed a doubling in bookings for Sweden over the last three years. Trailfinders, a travel agency, highlighted Iceland, the Swiss Alps, and South Africa as desirable coolcation destinations, with South Africa experiencing winter temperatures averaging between 17°C to 20°C.